No-Code MMM with Gabriele Franco
Measure Up
The Reversal of Multi-Touch Attribution
Multi-touch attribution is really kind of reverting back to last click. We can no longer say like, you know, how did this ad that was seen in position four out of eight different ad touches contribute to this sale that happened 18 days later? It's more about, well, let's not look at it at the sale. Right. If you get last click attribution works really well, because it's precise, but you need to give him context. The context is the last channel that they interacted with before purchasing. And maybe it's not even the driver for the sale.
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